Name HIROTA Sumire
Official Title Professor
Affiliation Behavioral Decision making, Social Psychology, Media studies
Profile My specialty is social psychology & behavioral decision making, using the experimental methods and multivariate analysis of the questionaire. About this 30 years, my main research theme have been risk communications and risk perceptions. Recently I run the researches for the probabilistic risk communication of the earthquake in Japan and how the effect is influenced by the citizen's numeracy. I also run the field experiments for risk communication of stopping the texting while walking by posters with the laboratory of East Japan Railway Companies.
In addition, I have run the experimental & survey researches about the consumer behaviors and advertising, especially for the influence of buzz communication in web on consuming behavior, because the behavioral decision making is strongly related to behavioral economics and students in my lab are strongly interested in.
Now I'm proceeding the researches about video-mediated communication and behaviors in cyber space.behaviors, and communities in cyber space, specially focued on the theater-play
Research Field(Keyword & Summary)
  1. (1)Risk communication, Scientific(numeric/probabilistic) information, Numeracy

    Risk communication of scientific(numeric/probabilistic) information and how it is affected by the citizens' numeracies

  2. (2)Video-mediated & web communication, web community

    Psychological analysis of video-mediated communication, web-communication and communities in web

  3. (3)Buzz and consumer behaviors in web

    Buzz and consumer behaviors in web

Representative Papers
  1. Hirota, S.(2019.10)"Goninme no Tabibito tachi"(5th travelers- Analysis of the television program "How do you think Wednesday?" and its fandum.) Keio Gijuku Daigaku Shuppankai.(Book, In Japanese)
  2. Hirota, S., Masuda, S., & Sakagami, T.(eds.) (2018) "Shinrigaku ga egaku risk no sekai"(Psychological Aspects of risk - Introduction of Behavioral Decision Making. )3rd ed. Keio Gijuku Daigaku Shuppankai.(Book, In Japanese)
  3. Hirota, S. & Oki, S.(2016.7) Measurement of the thresholds of fear using methods of limits and effectiveness of colors in contrast of numbers in communicating probabilistic earthquake forecasting. 31th International Congress of Psychology, p.169
  4. Shibata,S., Hirota,S., Inutsuka,F., Onodera, J. (2017.6.1 Madison) Survey on Distracted Walking in Railway Stations: What Makes People Use Their Mobile Devices in Hazardous Situations? 47th Annual meeting of Environmental Design Research Asoociation.
  5. Michio Murakami, Yoshitake Takebayashi, Yoshihito Takeda, Akiko Sato, Yasumasa Igarashi, Kazumi Sano , Tetsuo Yasutaka, Wataru Naito, Sumire Hirota, Aya Goto, Tetsuya Ohira, Seiji Yasumura, and Koichi Tanigawa(2018) “Effect of Radiological Countermeasures on Subjective Well-Being and Radiation Anxiety after the 2011 Disaster: The Fukushima Health Management Survey”. International journal of environmental research and public health. Vol. 15.
  6. Nagamatsu, T., Oki, S., & Hirota, S.(2017.8.3, Tokyo). The research of risk communication using probabilistic seismic hazard maps. IAG-IASPEI(International Association of Geodesy and the international association of seismology and physics of the earth’s interior.)
  7. Tokita, M. & Hirota, S.(2021.5 online) The relationships between numeracy, Numerosity discrimination, and proportion estimation. Proceedings of 2021 APS Virtual Convention of Association for psychological Science.
  8. Hirota, S.(2015.8 Budapest, Hungary) Numeracy levels and survey response biases: Low numeracy group responded with fewer categories in the survey. 25th SPUDM
  9. Hirota, S. (2013.8 Barcelona, Spain.) Is the probabilistic earthquake forecast helpful for all Japanese? Relationship between citizens’ numeracy and judgments of uncertainty. Proceedings of 24thSPUDM(Research Conference on Subjective Probability held by European association for decision making).
  10. Hirota, S. and Sakagami, T. (2005) Commentary: What are simple heuristics for studying simple heuristics? . Behavioural Processes, Vol.69, pp.129-130.
Award ・Encouraging prize of Japanese Society for Risk Analysis(2006)
・The Excellence Presentation Award at the 82th annual convention of the Japanese Psychological Association.(2013)
・The Excellence Presentation Award at the 87th annual convention of the Japanese Psychological Association(2018)
・Encouraging prize for the Telecommunication social science award(2020)
Grant-in-Aid for Scientific Research Support: Japan Society for Promotion of Science (JSPS)
Research Grants/Projects including subsidies, donations, grants, etc. Grant-in-Aid(JSPS) 2007-2009, 2010-2013, 2016-2018
Grands by Japan Institute of Country-ology and Engineering(2012)
Project with laboratory of East Japan Railway Company (2015, 2016, 2017)
Grants by Yoshida Hideo Momorial Foudation(2021)
Affiliated academic society (Membership type) ・Sociey for Judgment and Decision Making(member)
・The Japanese Psychological Association(representative)
・The Japanese Society of Environmental Psychology(member of governing board)
・The Japanese Society for Risk Analysis(member)
・The Japanese Society of Social Psychology(member)
・The Behaviormetric Society(member)
Education Field (Undergraduate level) Behavioral Decision Making, Risk Communication
Education Field (Graduate level) Data analysis(Multivariate analysis)